Danish beer in romania

MARKET OPPORTUNITIES FOR DANISH BEER IN ROMANIA

PREMISE

•Difficulties for the right topic

•Marketing plan according to our analysis, like a videogame trying to step into the shoes the marketing manager

• Focusing on the operational Marketing

MARKETING KEYS

SUCCESS

Operational

Marketing

Strategic Marketing

Environment analysis –micro and

macro

ENVIRONMENT ANALYSIS

POLITICAL

ECONOMIC

__

TECHNOLOGICAL

LEGAL

__

ENVIROMENTAL

SOCIAL

Suppliers / firms / intermediaries / customers

STRATEGIC MARKETING

• strategic marketing, involves finding a correct segment in which to market your product, identifying the proper target market and positioning the product to create maximum profits.

• The goal of the STP process is to guide the organization to the development and implementation of an appropriate marketing mix

SEGMENTATION TARGETING POSITIONING

POSITIONING

• According to Al Ries and Jack Trout (1982) positioning is: “not what is done on the product or service, but rather what is done on the mind of the prospect. Positioning is all about achieving a desired place in the mind of the stakeholders. “

• Colgate Protection

• Axe Sexual attraction

• Gillette Quality

OPERATIONAL MARKETING

• We have goals (segment, suppliers, distributors, etc)

• Organize the activity

• How to handle the 4 decisional leverage

• No more strategies, it’s time for tactics

• The ball goes from senior manager to functional managers

MARKETING MIX

MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

PRODUCT

• Give definitions regarding every single point that compose the Marketing mix is superfluous

• Brand positioning: Which benefit my brand can give to you

PRODUCT

• Define my brand position

• According to Ries and Trout, the basic qualities for a brand positioning are:

1. Relevance

2. Clarity

3. Distinctiveness

4. Coherence

5. Patience

6. Courage

PRODUCT

• The first and one of the most important move to enter in the mind of the customers is to develop a brand positioning statement. A compelling picture of how the marketer wants the target to view the brand.

What it should include BPS of my company

Only [brand name] Only “Danish brewer company”

Delivers [unique and compelling benefit or

shared value]

Delivers the quality and secular experience of

Danish master brewers

To [my target] To modern and dynamic people who seek

In the context of [market condition or trend that

makes the benefit or value even more

compelling]

A premium quality product

In the [product category] In the beer market

PRODUCT

Examples of general positioning in the mind of customers:

BRAND/BENEFIT

•Volvo=security

BRAND/COMPETITORS

•Apple=think different

•We are the best alternative

BRAND/BUSINESS

•Ryanair=the low fares airline

PRICE

• From this table we can see that:

1. Unemployed and retired prefer domestic brands (MORE ETNHOCENTRIC)

2. Employers and managers are concerned about the quality and the brand of the beer

PRICE

• From the above table we can notice that:

-Higher position (our target) = higher income

PRICE, TWO STRATEGIES

• Price/quality relationship

• High price=High quality refers to the perception by most consumers that a relatively high price is a sign of good quality.

• So high price “means” high quality What our segment wants

Premium pricing (also called prestige pricing) is the strategy

of consistently pricing at, or near, the high end of the possible price range to

help attract status-conscious consumers. The high pricing of premium product

is used to enhance and reinforce a product's luxury image

A PREMIUM BEER

QUALITY

PRICE My

brand

PLACE

• It’s the method you use to get your product or service through various distribution channels to the ultimate purchaser or end-user

• How and Where

• Three kind of strategies

• Intensive distribution - Selective distribution - Exclusive distribution (luxurygoods)

• Why selective instead of going everywhere?

PROMOTION

• We all know what “Promotion” is and which are the typical channels to promote a product.

• So I tried to step into the shoes of a marketing manager of a major multinational Danish in the brewing industry

• Think about my segment…. MUSIC AND SPORT

• In Romania, the most popular sport remains football with over 100,000 players and over 3,000 clubs

BUT I WAS NOT THE ONLY ONE TO HAVE THIS IDEA…OF COURSE

• Heiniken will sponsor the Champions League seasons 2012-2015 and the UEFA Super Cup 2012, 2013 and 2014.

• Heineken has been a sponsor of the UEFA Champions League, the world's most prestigious club football tournament, since 1994.

But we are looking to the

Romanian market, so we should

change our perspective

PROMOTION

• The romanian football league does not have a sponsor

• The second most important thropy in the Romanian football world is the «Cupa Romaniei»

•

So why don’t we try to make

an agreement with the

Romanian football

association?

SO I MADE A QUICK RESEARCH AND…

PROMOTION

• So I took a look at the most important rock festival in Romania and….

• COMPETITION IS STRONG ALSO IN THE WAY YOU PROMOTE YOUR PRODUCT